Challenge
The Goal KEY Apparel, a leading workwear and outdoor clothing brand with a 110+ year history, came to LimeLight Marketing with several needs. They wanted to review and develop their marketing strategy, build a robust marketing plan for 2020, and drive e-commerce revenue growth. Specifically, they wanted to implement marketing tactics that would double year-over-year e-commerce revenue.
Solution
Our Approach First, we executed a discovery workshop to learn about the brand. This type of workshop helps us get to know and understand a brand, ask plenty of questions, and get a solid idea of key drivers, competitors, business objectives, and much more. It is an essential first step in building a marketing strategy and plan. From there, we created the full marketing strategy. This comprehensive document is the overarching guide for marketing segments and contains the building blocks for the marketing plan. It includes buyer personas, a statement of differentiation, pricing and positioning strategy, a distribution plan, promotions, an online marketing strategy, conversion strategies, KPIs, and more. Once KEY signed off on the marketing strategy we moved on to the marketing plan, a high-level overview of the marketing tactics we recommended to help KEY reach their revenue and sales goals for 2020. Tactical Digital Marketing Execution With both a marketing strategy and strong plan in place, we were ready for implementation and launch in January 2020. The digital marketing tactics we used included paid search, display ads, the Google Shopping Network, email, and social media. We also built out measurement, tracking, and data analysis to ensure we were hitting goals and could tweak campaigns as necessary.
Results
Online sales for Q1 were 97% to revenue goal, which was more than double the previous years’ actual sales. This success can be directly attributed to expanded and refreshed digital marketing efforts driving to the KEY website. The main revenue drivers were bottom-of-funnel tactics including email marketing and paid search initiatives. Top-of-funnel activity, including influencer marketing, paid search and the launch of a new brand campaign, helped grow awareness levels and drove increased traffic to the site.
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